Key Points
- BAT Italy launched the new heated tobacco device glo Hilo in Milan.
- glo Hilo sticks are 100% Made in Italy, with the country among the first global launch markets.
- About one-third of Italian consumers use next-generation tobacco products, indicating vast market potential.
- BAT has established its only global production hub for new-category products in Trieste, with an investment exceeding €500 million over five years.
2Firsts, October 24, 2025 — British American Tobacco (BAT) Italy has unveiled its latest heated tobacco device, glo Hilo, at a launch event in Milan. Officially described as a “technological revolution in the heated tobacco sector,” the product features sticks made entirely in Italy. Italy is among the first countries globally within the BAT Group to introduce this new device ecosystem.
At the event, Fabio de Petris, CEO of BAT Italy, highlighted that Italy is one of the group’s most strategic markets worldwide. The country has shown rapid growth in next-generation tobacco products, with around one-third of Italian consumers using such products—approximately 30 million users in Europe, 25 million of whom are in Italy—demonstrating significant market potential.
De Petris noted that to further strengthen this position, BAT has made major investments in Italy. In 2023, the company inaugurated its global center of excellence for new-category products in Trieste, representing an investment of over €500 million over five years, creating approximately 2,700 jobs and an additional 600 direct and indirect positions through partner companies.
BAT continues to expand the facility, which initially focused on oral nicotine pouches and has now evolved to include heated tobacco products. A month ago, the company announced plans to add 16 new production lines to support mass manufacturing and exports of the glo Hilo platform.
Currently, the Trieste facility supplies oral nicotine pouches to about 14 countries and has been continuously expanding its workforce over the past 18 months, now employing around 350 people. The new production lines are expected to further boost employment and business growth.
Previously, BAT stated that the glo Hilo series would roll out across Italy, Poland, and Serbia. The device has already debuted in Italy and is expected to launch next in Poland and Serbia.
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